| After the rapid development of 30 years of reform and opening up, China’s GDP has overtaken Japan, become the world’s second largest economy. Dividend reform brings residents is the increase of the total financial assets, the proportion of personal wealth in national income rose sharply. Personal wealth accumulation, making the traditional single savings service already can not meet the diverse needs of residents, residents of awareness of personal finance, the demand for financial services tend to diversification, diversification of personal finance services arises at the historic moment, personal finance business has become an important part of commercial bank personal financial services. Along with the domestic financial industry to further open, as well as information technology is more widely used, a lot of foreign Banks and other non-bank financial institutions involved in personal financing business step by step, and increase the investment, the competition in personal finance business is increasingly accumulation, along with personal finance deepening of innovation, personal finance products offered by Banks for individual customers increasingly abundant, bank customer’s business with more variety, for commercial bank personal finance product marketing with a bigger challenge. How to improve the occasion, for those routes, grasp the opportunity, promote the personal finance product marketing has become the core proposition of commercial bank personal financing business competition.Domestic commercial bank individual financing business development has experienced the start stage, forming stage, developing stage, from 2012 onwards, has entered a new stage. G branch of industrial and commercial bank of China in accordance with the industrial and commercial bank of China head office "big retail" strategy, optimizing the marketing mechanism, and individual customers with the largest number of industrial and commercial bank of China in the system, in the first half of 2014, the total financial assets of more than one trillion individual clients,1.1298 trillion, the financial management of assets accounted for 36.8%, higher than the national average, according to the industrial and commercial bank of China personal customer level, the higher the individual customer level customers, its products in financial assets, the higher the proportion of the individual customer service channels, G branch of industrial and commercial bank of China has a "wealth management center the premier financial centre-financial network-financial convenience store" network system, and at the same time in the local Banks to build the most abundant personal finance electronic marketing services platform, the vast majority of personal finance products is done through electronic channels, among the big four state Banks, G branch of industrial and commercial bank of China’s personal finance product marketing is in obvious advantages, but is still faced with the fierce competition in the commercial Banks, the G branch of industrial and commercial bank of China have no reason to relaxIn September 2014 to October, the G branch of industrial and commercial bank of China personal finance product marketing survey, random to six points issued questionnaires to 480 customers, from the feedback information of the questionnaire analysis, the G branch of industrial and commercial bank of China personal customers in terms of choice of wealth management products tend to have a lower risk of capital preservation earnings of the floating type products, and in the effective questionnaire, 84.3% of customers for the G branch of industrial and commercial bank of China personal finance products satisfied with earnings,68.8% of customers trust brand of industrial and commercial bank of China said, most clients on finance and investment decision is greatly influenced by wealth managers, understands from questionnaire, in addition to the industrial and commercial bank of China, there are quite a lot of customers also tend to be purchased in China construction bank, bank of China, such as bank personal finance products, with the G branch of industrial and commercial bank of China is faced with competitionTheory and investigation as an example, this paper analyzes the G branch of industrial and commercial bank of China personal finance product marketing in the guest, such as passive, force to strengthen overall linkage, product oriented marketing effect is not ideal, such problems as insufficient market expansion rate is low, the power of the hong merchants, SWOT tools for G branch of industrial and commercial bank of China to the strengths, weaknesses, opportunities, threats, and finally to the G branch of industrial and commercial bank of China to improve personal finance product marketing strategy was put forward, include three aspects, one is the choice of strategic level; The second is the marketing strategy of product strategy, pricing strategy, channel strategy and promotion strategy suggestion; 3 it is to personal finance product marketing risk control Suggestions... |
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